Social Media Get Past the Hype and Get Down to Business

Using Social Media to Listen, Engage & Grow

Social Software Has Matured

2

Source: Gartner Hype Cycle 2012

Social Media Reaction Scenarios

3

Risk Benefits Trust Response Risk Benefits

High Low Low Control High None

High Low Low Ignore High None

Varies High Varies Explore Low Low

Low High High Engage Low High

While organizations that attempt to ignore or control social media perceive high risk, the actual risk of this reaction is high due to blind spots, missed market opportunities, and more agile competitors who realize the benefits of engaging.

Perceived Actual

Social Media Business Context

Business Strategy

Brand

Company Values

Social Media

Message

Metrics for Accountability

ü  Influence ü  Engagement ü  Sales

Social Media KPI’s ü  Feedback ü  Targets achieved ü  Guidance

Execution Framework Social Solution Suite Results

Mission Vision

Direction

Accountability

ROI

Stories

Word of Mouth

Company’s actions

Social responsibility

People

Channels Interesting

Was there a reaction?

Achievement targets

Timing

Focus

Marketing

Public Relations

What were the best channels?

Was it the reaction we wanted to achieve?

How do we do better?

Advertising

Public Policies

Adjust Message

Social Solution Suite A  set  of  social  media  channels  and  the  means  of  measuring  actionable  outcomes  so  that  you  can  adjust  your  market  messages  to  best  effect  and  maximize  your  Strategic  Objectives  

 START HERE

Traditional Sales Funnel Now Social

6

Identify & Engage with Promoters

7

Who Do You Want to Reach?

•  CRM •  Supply Chain

management •  Procurement

•  Reputation management

•  Employer branding

•  Employee relations

•  Collaboration

•  Customer satisfaction

•  Promotion •  Competitive Intel

Marketing Human Resources

Partner Network

Investor Relations

Influence, Not Control

9

One Size Does Not Fit All

Source: “Which Social Media Channels Should Your Business Use?” http://www.phillymarketinglabs.com/2011/05/05/which-social-media-channels-should-your-business-use/ Accessed on June 21, 2011

One Channel Does Not Fit All

The Conversation Prism

Source: Brian Solis & JESS3, www.TheConversationPrism.com

YouTube isn’t the only game in town

Social Network Demographics

Statistic Facebook LinkedIn Pinterest Twitter YouTube Monthly Unique Visitors

155M 26M 20M 39M 151M

Gender % 45M/55F 51M/49F 18M/82F 45M/55F 50M/50F

Largest Age Group (% of whole)

<18 (26%) 35-44 (23%) 45+ (35%) 25-34 (23%) 18-24 (20%)

2nd Largest Age Group

18-24 (24%) 25-34 (21%) 45-54 (21%)

35-44 (29%) 18-24 (22%) <18 (26%)

Household Income (site vs. total internet)

150K+ (32%) 150K+ (13%)* 50-100K (46%) 150K+ (30%) 150K+ (29%)

Ethnicity (site vs. total internet)

African American

Asian Not available African American

Hispanic

Sources: compete.com, quantcast.com, onlinemba.com May 2012 * Quantcast data for LinkedIn’s Household Income has been directly measured but does not match reported Internet averages used to derive their index elsewhere.

Measure to Improve

13

Social Media Insight Tools

Insight Tools

Free Pay

http://wiki.kenburbary.com/social-meda-monitoring-wiki

Key Metrics

•  Unique visitors •  Pages visited •  Time on site •  Bounce rate •  Posts •  Comments •  Post: Comment ratio •  Search engine ranking

•  Sentiment (NPS) •  Reviews •  Recommendations •  Referrals •  Tweets •  Retweets (RT) •  Mentions •  Connections •  Followers

Connect Metrics to the Bottom Line

Thanks to Nichole Kelly for the image. Attribution-NoDerivs 2.0 Generic (CC BY-ND 2.0)

PUTTING IT INTO PRACTICE The Social Solution Suite

19

Adjust Message

Social Solution Suite A  set  of  social  media  channels  and  the  means  of  measuring  actionable  outcomes  so  that  you  can  adjust  your  market  messages  to  best  effect  and  maximize  your  Strategic  Objectives  

 START HERE

21

nAblement is a unique channel of SPR Companies focused on supporting the training, mentoring, networking, placement and professional growth of qualified candidates with disabilities into technology roles.

Putting it into Practice: nAblement

22

nAblement Blog

Audiences: •  Persons with a

disability interested in IT careers

•  Employers interested in a more diverse, inclusive workforce

•  Agencies and organizations who can support, extend reach of message

LinkedIn Group

nAblement’s Twitter Feed

Measure to Improve

26

Our KPI’s: •  New candidates identified •  New companies identified as partners •  Placements

Getting Started Today

•  Who do you want to reach? •  What are your goals? •  Who is your audience? •  What is your message? •  What will you monitor & measure? •  How will you assess & adjust your

message?

27

28

About SPR Companies

IT Professional Services Firm Over 35 years in the Midwest

Maximize Your Impact!

Todd Nilson, socialsyntax tnilson@socialsyntax.net

414.378.2083

Thank You!

Connect! @socialsyntax